NOLEGEIN-Journal of Advertising and Brand Management

Advancing Business Success Through Precision Marketing: A Study on Customer Segmentation and Profitability in the Republic of Macedonia

S. SHIMPI — 2024-04-23

The basic function of businesses is communication between the business and customers. From a company-wide perspective, customers can be divided into profitable and non-profit customers. Companies have a special interest in profitable customers, and all marketing activities are aimed at retaining them and turning them into loyal customers. It's never fun to manage to let go of customers who aren't good for the company. On the contrary, it may appear to violate human rights in business-consumer relations. The economic value of a business tells us that resources should be transferred from customers providing negative economic benefits to customers providing positive economic benefits. In this case, the concept of marketing needs to be studied and updated to understand that it is a means of communication between the company and the market. Precision Marketing is a concept that facilitates the integration and understanding of segmentation and positioning techniques to better serve customers, thereby increasing overall profits and profits. It is a good relationship. The main purpose of business sensitivity is to understand the customer as the core value of the business, especially now the number of businesses with customers in the market is increasing.

Exposing the Strength and Intricacy of Influencer Marketing: Techniques, Mentalities, and Effect on Consumer Behavior

Ganesh Radhakrishnan — 2024-04-23

Influencer marketing has become an important marketing strategy in recent years that uses the power of social media to attract the attention of target audiences and increase brand awareness/ brand ambassadors. The purpose of this article is to analyze the complexity of the economic impact by analyzing its changes, researching its benefits, and analyzing its impact on people, consumer behavior, and product benefits. An outline of influencer marketing's definition, history, and significance is given at the outset of this study. He then dives into the basic structure of influencer marketing and how it relates to consumers' ideas such as authenticity and consistency. He also shares examples of success and failure of influencer marketing. This study makes its way through the complex structure of this phenomena. It investigates the mutually beneficial link that exists between influencer marketing and customer perceptions, looking at key ideas like consistency and authenticity that support how users engage with material created by influencers. Furthermore, this research clarifies the revolutionary impact of influencer marketing on consumer behaviour, highlighting its function in molding buying choices, brand allegiance, and product conceptions. This study highlights the complex interactions between influencers, businesses, and consumers by analyzing both successful and unsuccessful influencer marketing initiatives. It also identifies the critical factors that determine the effectiveness of this emerging marketing strategy.

The stationery store's digital transformation

HEKMATULLAH NOORI — 2024-04-23

One of the most ongoing changes to modern society is digitalization, which affects many aspects of daily life and business. The retail industry is impacted by this development as well as being affected by it, so this transition is significant. Retailers are both impacted by the new modes of consumption connected to these digital technologies and offer consumers a variety of digital goods and services that are tailored for their use. The stationery store offers every kind of book imaginable in addition to everything needed for education. However, there are many online stores of this kind, and the vendors sell their goods on a variety of websites. Customers' responses aren't very good because the websites provide a lot of things. With our mobile solution, users can browse the entire inventory at their fingertips without having to visit the physical store. They can also pay for their orders when they receive them, and we have an exclusive feature where we offer monthly deals on a select few items, with new items added each month. Additionally, customers can request additional things using our request feature. To encourage client interaction, the portal also provides easy payment methods and launches special monthly promotions. Customers can also recommend other products using an easy-to-use request tool, which promotes a cooperative and customer-focused approach to selling. Traditional merchants may embrace digitization to stay competitive in a more dynamic environment, improve customer satisfaction, and spur corporate growth with this game-changing mobile solution

Growing use of next door faces and Transformation to the Digital Age: A Study on Arrival of New Practices in the Indian Advertising Industry

Saurav Kumar — 2024-04-23

Advertising is the primary focus because of its importance at the confluence of culture and business. Advertising trends have shifted away from traditional television and print advertisements and toward innovative marketing strategies such as co-branding, content marketing, QR codes, and online advertising. In the advertising sector, TV and print are still strongholds, but new technology is creating new channels for connecting with customers. Advertising agency GroupM predicted that India's ad revenue would reach $17.3 billion in 2023, a muted 12% growth. Authority figures in marketing have the power to significantly impact consumer choices. Celebrities, professionals, or even happy consumers can vouch for a product or service, lending it more legitimacy. Since advertising plays such a significant role at the nexus of culture and business, this is the primary focus area. The traditional TV commercials and print ads have given way to innovative marketing strategies including co-branding, content marketing, QR codes, and online advertising in the advertising industry. TV and print are still dominant in the advertising industry, but new technologies are opening up new avenues for consumer interaction. Advertising firm GroupM estimated that, despite a sluggish 12% growth, India's ad revenue will reach $17.3 billion in 2023. In marketing, authority individuals have the ability to profoundly influence consumer decisions. When professionals, celebrities, or even satisfied customers endorse a business or service, it gains credibility.

Demographic Characteristics of the Purchasing Behavior of Jinhua Ham, a Local Specialty Product, Based on Online and Offline Puffery Context

Li Jiahui — 2024-04-23

In the era of network information, a wide variety of information filled with consumer eyeballs, how to stand out from the fierce competition in the market and product homogenization of the status quo has become the enterprise and its urgent problem. In addition, the user's willingness to buy and behavior of the necessary conditions for the generation of users to notice the company's products, and how to make the consumer groups notice the product is a problem worth thinking about. The use of exaggerated words (puffery) in marketing campaigns can be a good way to attract the attention of users, thus generating their interest and purchasing behavior. In this paper, we take the puffery campaigns of Chinese Jinhua ham as the research objective, and collect tourists in tourist attractions as the samples, therefore, we explore the demographic characteristics of people's purchasing behaviors under the online and offline puffery context, and we find that people's purchasing behaviors under the puffery context show a positive correlation with income and age, and a negative correlation with educational level, and this will help food companies in building new marketing system and marketing tools to play a certain reference role.